How Public Relation Exist and Operate in the Organisation?

Jian Wu


With the development of technology and the change of life style, organisations are seeking more effectiveness and efficient way to practice the public relations. How public relation works in the organisations has been studies extensively. This essay will focus on how public relation exist and operate in the organisation from three different aspects which are traditional media, social media and stakeholder engagement which link one-way or two-way Grunig and Hunt’s models. The one-way or two-way Grunig and Hunt’s models will be explained in the essay as well. Moreover, the essay will take M&M’s chocolate, Brisbane City Council and Manila Water Company as three examples to testify how the three approaches working in the public relations in society. Finally, it is recommended that the organisations are better to choose the suitable method basing on the organisations’ strategy and which ethical framework they applied.

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